11620 
11221随着Web2.0时代的到来W，消费者由营销信息的被动接收者转变为营销信息的主动创造者，对营销信息的分享也拥有了更多的选择权。情绪作为个体独特的心理反应，在消费者信息分享过程中的作用机制究竟如何，是一个迫切需要得到关注和探讨的全新主题。根据国内外现有研究成果，本文首先揭示了情绪对营销信息分享的作用路径；然后基于情绪分类理论探讨了不同情绪对消费者营销信息分享行为的作用差异；最后从“刺激导致情绪，情绪引发行为”的逻辑出发，对“信息—情绪—分享行为”这一过程中的相关理论进行了梳理，并就未来的研究方向进行了展望。
基于情绪视角的营销信息分享述评与展望
摘要
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引用本文
李宏, 刘菲菲. 基于情绪视角的营销信息分享述评与展望[J]. 外国经济与管理, 2018, 40(9): 143-152.
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